Google is quietly formulating a new strategy for China – Te…

May 31, 2018 by admin

Google is slowing piecing together a strategy for China to ensure that it doesn’t miss out on the growth of technology in the world’s largest country. It’s been months in the making through a series of gradual plays, but further evidence of those plans comes today via a product launch.

For Files Go, Google is taking a partner-led approach to distribution because the Google Play Store does not operate in China. The company is working with Tencent, Huawei, Xiaomi and Baidu, each of which will stock the app in their independent app stores, which are among the country’s most prominent third-party stores.

Let that sink in a little: the creator of Android is using third-party Android app stores to distribute one of its products.

On the outside that’s quite the scenario, but in China it makes perfect sense.

There’s been regularmediaspeculation in recent about Google’s desire to return to China which, during its absence, has become the largest single market for smartphone users, and the country with the most app downloads and highest app revenue per year. Mostly the rumors have centered around audacious strategies such as the return of the Google Play Store or the restoration of Google’s Chinese search business, both of which would mean complying with demands from the Chinese government.

Political tension between the U.S. and China is affecting tech companies. [Photographer: Qilai Shen/Bloomberg via Getty Images]

Even when you remove the political issues, a full return is a tough challenge. Google would be starting businesses almost from scratch in a highly competitive market where it has little brand recognition.

It’s hardly surprising, then, that it hasn’t made big moves… yet at least.

Instead, it appears that the company is exploring more nimble approaches. There have been opportunistic product launches using established platforms, and generally Google seems intent at building relationships and growing a local presence that allows its global business to tap into the talent and technology that China offers.

Bouquets of flowers lie on the Google logo outside the company’s China head office in Beijing on March 23, 2010 after the US web giant said it would no longer filter results and was redirecting mainland Chinese users to an uncensored site in Hong Kong — effectively closing down the mainland site. Google’s decision to effectively shut down its Chinese-language search engine is likely to stunt the development of the Internet in China and isolate local web users, analysts say. (Photo credit: xin/AFP/Getty Images)